PATRÓN TEQUILA LAUNCHES "CENSORED TRUTH" CAMPAIGN, PULLING BACK THE CURTAIN ON WHAT'S REALLY IN YOUR TEQUILA

Redacted ads and bleeped audio challenge drinkers to read between the lines and promotes transparency behind our tequila

HAMILTON, Bermuda, July 9, 2025 – PATRÓN Tequila, announced today its "Censored Truth" campaign in the U.S., a bold new effort challenging the industry's lack of transparency and spotlighting the external pressures that prevent tequila brands from disclosing that they do not use additives.

While PATRÓN has always been crafted using only three ingredients—100% Weber Blue Agave, water, and yeast—external pressures make it difficult for producers to communicate openly that their tequila contains no additives. As a result, brands like PATRÓN are forced to use redacted visuals and bleeped-out language to hint at the truth or omit information completely, rather than state it outright. The "Censored Truth" campaign encourages tequila drinkers to "read between the lines" and recognize what sets PATRÓN apart, even in the face of censorship.

This follows PATRÓN Tequila's three-ingredient campaign earlier this year and goes a step further by highlighting the very real barriers to transparency faced by producers committed to using only three-natural ingredients in their tequila. The campaign's creative approach—a mix of censored ads, bleeped audio, and redacted language—draws attention to these restrictions and invites consumers to question what they're being told—or not told—about the spirits they choose.

"At PATRÓN, transparency is at the heart of everything we do," said Roberto Ramirez-Laverde Global, Senior Vice President – PATRÓN Tequila. "Our tequila is made with just three ingredients, and we think people deserve to know exactly what goes into their drink. 'Censored Truth' is our way of  doubling down on that promise - even if you need to read between the lines or we have to bleep out a few words because of efforts to restrict what we can share. Regardless of the words that are there or not there, our vision behind this campaign is simple: PATRÓN has no secret ingredients, and that's exactly what we want everyone to know."

Currently, the tequila industry permits the use of additives under 1% in the formulation process for 100% Weber Blue Agave aged tequilas, without requiring disclosure on bottle labels or in communications. PATRÓN is not challenging that fact, but instead, is championing the ability for producers, like themselves, to communicate freely that they choose not to add other ingredients to their tequila. That's what tequila drinkers are asking for and to PATRÓN, it's what they deserve.

Highlights of the campaign include:

• Redacted visuals dominating OOH ads and wildpostings in select U.S. markets, including New York City, New Orleans, Atlanta, New Jersey and Cleveland challenging consumers to decipher the truth
• Censored train wraps at major transport hubs like the Chicago CTA, symbolizing the external pressures that seek to limit transparent communication
• 'Bleeeeeep' riddled audio ads that playfully mimic the sound of censorship, prompting listeners to question what's being obscured

"Our goal with this campaign was to take the challenging situation of being asked not to share our truth and turn it into a creative narrative that resonates with consumers," said Laila Mignoni, VP, Global Communications at PATRÓN Tequila. "By deliberately obscuring certain elements and inviting consumers to read between the lines, we're creating an experience for them to ultimately discover the story behind PATRÓN Tequila's ingredients and process for themselves, so they can make more informed choices when it comes to what's in their glass."

PATRÓN Tequila is bringing its Censored Truth campaign directly to the heart of the spirits industry during Tales of the Cocktail in New Orleans, the premier annual conference for the global spirits and cocktail community. On July 22nd and 23rd, PATRÓN will take over the Virgin Hotel offering immersive industry activations, educational panels and tasting experiences. The brand aims to engage key industry individuals, including bartenders and beverage directors, fostering a deeper understanding for its commitment to transparency and quality with the full, uncensored truth about what goes into every bottle.

Every drop of PATRÓN is still exclusively produced in the Highlands of Jalisco, Mexico. Crafted in small batches using a time-honored, handcrafted production process these extraordinary, labor-intensive, artisanal steps taken by the Hacienda PATRÓN distilling team, combined with the exceptional quality and attention to every detail, allow PATRÓN to be made with only three ingredients- 100% Weber Blue Agave, water and yeast.